Editorial

The Directory Big Won Creative Rankings 2011

Issue 21 | January 2012

The 2011 rankings are compiled from some 6,000 awards won by 4,048 campaigns on behalf of 2,461 clients by 1,302 agencies rewarding the efforts of 272 Chief Creative Officers, 690 Executive Creative Directors, 2,373 copywriters and 2,472 art directors.

Though there are many new media categories - with Mobile and Branded Content set to be separate categories in 2012 at more awards shows than just Cannes - the single most popular category remains Press. And in 2011 the most awarded piece of work in the world was a print, ‘Heaven and Hell’ for Samsung.

BBDO New York regained No.1 status from sister agency AlmapBBO Sao Paulo, No.1 in 2010, by winning awards for ten separate brands in TV, Press, Radio, Direct Marketing, Integrated Media, Digital, Mobile, Design and Alternative & Innovative categories.

The ‘traditional’ agency no longer exists. All agencies are driven by decreasing budgets and by the migration of audiences to find solutions to their clients’ problems in areas other than the ‘traditional’ response of TV and print.

So we see DDB London, a regular top agency in the Big Won rankings of the past through its press and TV now ranked the 5th most successful Digital agency in the world and Abbott Mead Vickers BBDO similarly achieving a Top 10 ranking as a digital agency and Colenso BBDO Auckland listed as the No.1 Direct agency in the world.

The case for creativity

In 2011, James Hurman, Executive Planning Director of Colenso BBDO Auckland, published “The Case for Creativity”. With a statistician’s eye, he has scanned the 2011 Big Won rankings and written a short essay on the results, as he sees them.

He notes that many of the world’s most creative campaigns are also among the most effective.

“ Out of 4048 creatively-awarded campaigns in 2011, the USA Grand Effie (Old Spice The Man Your Man Could Smell Like) was the 10th most creatively-awarded. The Asian Marketing Effectiveness Awards Platinum (Yellow Pages’ Hidden Pizza Restaurant) was the 40th most awarded. And the IPA Effectiveness Awards Grand Prix (Colombian Ministry of Defence’s Operation Christmas campaign) was the 85th most awarded.

In my part of the world, the New Zealand Effies’ Most Effective Campaign of the Year (NZ Ministry of Health’s The Journal) was the 19th most creatively-awarded campaign in the world, and the Australian Grand Effie (Tontine’s Dated Pillows) was the 64th most awarded.

This presents a case for uncovering the world’s most creatively-awarded campaigns so that we’re able to discuss them, learn from them, and understand the nature of the sorts of communications that will truly stand the best chance of cutting through, engaging and persuading today’s consumers.”

My own research in 2011 showed that the world’s most creatively-awarded agencies won, on average, two and a half times as many effectiveness accolades as less creative agencies. Those findings were corroborated when Effie Worldwide and Warc released their Effie Index, showing BBDO (for many years the Big Won’s most creatively-awarded agency network) to also be the world’s most effective network.

Again these findings are played out in this year’s rankings. The Big Won’s top agency, BBDO New York, is the #2 most effective US agency in the Effie Index (behind Wieden & Kennedy, another top performer in The Big Won). The runner-up, Almap BBDO, won the 2011 Grand Effie in Brazil for their work on Pepsi. #4, Hamburg’s Jung Von Matt, are also #4 in Germany for Effectiveness. Colenso BBDO at #5 is New Zealand’s Effie Index #1. And AMV BBDO is #6 in the Big Won and #3 in the UK in the Effie Index.”

The full text is available here.

The value of creative awards, then, is not in bolstering the fragile egos of creative people but in indicating which campaigns have, in all likelihood, given their clients real return on investment. And the value of the Directory Big Won rankings is in identifying which agencies are most likely to generate remarkable commercial results for their clients.

Top agencies in the world 2011

1	BBDO New York	383
2	AlmapBBDO, Sao Paulo	347
3	Y&R Dubai	342
4	Jung Von Matt Hamburg	314
5	Colenso BBDO, Auckland	301
6	Abbott Mead Vickers BBDO, London	299
7=	Forsman & Bodenfors, Gothenburg	294
7=	Ogilvy Frankfurt	294
9	Serviceplan Munich	280
10	Clemenger BBDO Melbourne	247
11	Publicis Conseil, Paris	234
12	Grabarz & Partner Werbeagentur Hamburg	214
13	Dentsu Tokyo	211
14	Wieden + Kennedy Portland	210
15	kempertrautmann, Hamburg	207
16	DDB London	205
17	BBH London	204
18	BETC Euro RSCG, Paris	203
19	JWT Shanghai	199
20	Wieden + Kennedy, Amsterdam	192
21	DraftFCB New Zealand	182
22	FP7 Manama Bahrain	181
23	Droga5 New York	180
24	Del Campo Nazca Saatchi & Saatchi, Buenos Aires	175
25	Y&R New York	174
26	Leo Burnett Beirut	173
27	Shackleton Madrid	170
28	DDB Singapore	157
29	McCann Erickson Bucharest	155
30	Leo Burnett Sydney	150
31	Ogilvy & Mather Kuala Lumpur	145
32	R/GA, New York	143
33	Mudra Communications Mumbai	140
34	DDB New Zealand Auckland	136
35	DDB Stockholm	134
36	Ogilvy Sao Paulo Brazil	133
37	BBDO Toronto, Canada	125
38	Ogilvy Argentina	124
39	Crispin Porter Bogusky, Boulder	120
40	Leo Burnett Chicago	118
41	Y&R Paris	117
42=	Leo Burnett Hong Kong	113
42=	Publicis London	113
44=	DDB&Co., Istanbul	112
44=	BBH New York	112
46	Akestam Holst, Stockholm	110
47	Leo Burnett Toronto	108
48	Hakuhodo Tokyo	107
49	BMF Sydney	106
50	Shalmor Avnon Amichay Y & R Interactive Tel Aviv Israel	105

Top networks

1.	BBDO	2648
2.	Ogilvy	1909
3.	DDB	1785
4.	Leo Burnett	1733
5.	Y&R	1459
6.	JWT	882
7.	TBWA	707
8.	Saatchi	693
9.	Publicis	685
10.	EuroRSCG	682
11.	McCann Erickson	657
12.	W+K	544
13.	Grey	325
14.	DraftFCB	323
15.	Dentsu	250

Top Holding Companies

1.	Omnicom	5.434
2.	WPP	4.851
3.	Publicis	3.145
4.	Interpublic	1.467
5.	Havas	682

Top 25 campaigns across all media

1.	Heaven and Hell	Press	Samsonite	JWT Shanghai	154
2.	Decode Jay-Z	Outdoor/Digital	Bing	Droga5 New York	124
3=	American Rom	Integrated	Kandia Dulce	McCann Erickson Bucharest	111
3=	Save as WWF	Digital	WWF	Jung von Matt Hamburg	111
5.	Write the Future	Integrated	Nike	Wieden+Kennedy Amsterdam	110
6.	Homemade is Best	Digital/Design	IKEA	Forsman & Bodenfors	99
7.	Who Killed Deon?	TV/Digital	Met Police	AMV BBDO London	83
8.	Wall of Fame	Digital	Edding	kempertrautmann Hamburg	82
9.	See the Person	Integrated	Scope	Leo Burnett Melbourne	78
10.	Old Spice Response Campaign	Direct/TV	Old Spice	Wieden+Kennedy Portland	72
11.	Yellow Chocolate	Integrated	Yellow	Colenso BBDO Auckland	69
12.	A hunter shoots	Digital	Tippex	Buzzman Paris	68
13.	Burma	Outdoor	Human Rights Watch	JWT New York	64
14=	Friendship Machine	Outdoor	Coca-Cola	Ogilvy Argentina	63
14=	Musical Fitting Rooms	Outdoor/Digital	Starhub	DDB Singapore	63
16.	Break Up	Integrated	NAB	Clemenger BBDO Melbourne	62
17.	Accessories	Press/Poster	Harvey Nichols	Y&R Dubai	60
18=	Watson	Digital	IBM	Ogilvy New York	58
18=	The Journal	Integrated	New Zealand Ministry of Health	DraftFCB Auckland	58
20=	Megane Experiment	Integrated	Renault UK	Publicis London	57
20=	Light Wall	Outdoor	BMW	Serviceplan Munich	57
22.	Welcome Back	Outdoor/Digital	T-Mobile	Saatchi & Saatchi London	55
23.	Big Noses	Integrated	BGH	DC Nazca Saatchi Argentina	54
24=	Find Red	Digital	M&M’s	Proximity BBDO Toronto	53
24=	The 250km Wave	Outdoor/Digital	Kyushu Rail	Dentsu Tokyo	53
24=	Lucky Line	Digital	Uniqlo	Dentsu Tokyo	53

Top countries

1.	USA	3164
2.	United Kingdom	3061
3.	Germany	2370
4.	Australia	1496
5.	France	1446
6.	Spain	1066
7.	Brazil	1047
8.	Sweden	913
9.	New Zealand	857
10.	South Africa	816
11.	UAE	775
12.	India	751
13.	Canada	703
14.	Japan	654
15.	China	610

Top agencies for Direct

1	Colenso BBDO, Auckland	173
2	DraftFCB New Zealand	147
3	Clemenger BBDO Melbourne	138
4	Shackleton Madrid	135
5	Ogilvy Frankfurt	122
6	BMF Sydney	99
7	Leo Burnett Beirut	90
8	Mark/M&C Saatchi Sydney	74
9	Proximity London	73
10=	Jung Von Matt Hamburg	70
10=	McCann Erickson Bucharest	70
12	OgilvyOne London	66
13	Ogilvy Argentina	64
14	BBDO New York	56
15	Whybin TBWA, Sydney	55
16	Akestam Holst, Stockholm	49
17	Hakuhodo Tokyo	48
18	Leo Burnett Toronto	47
19	Ogilvy Sao Paulo Brazil	46
20	DDB Singapore	45
21	DDB New Zealand Auckland	43
22=	Wunderman Germany	42
22=	4th Amendment Wear Boulder	42
24	Serviceplan Munich	39
25=	Grabarz & Partner Werbeagentur Hamburg	38
25=	Ogilvy New York	38
25=	Kitcatt Nohr Alexander Shaw	38
28	DDB Melbourne	37
29=	Rapp TRibal Auckland	36
29=	Archibald Ingall Stretton, London	36
31=	Leo Burnett Sydney	34
31=	FP7 Manama Bahrain	34
33=	AlmapBBDO, Sao Paulo	33
33=	M&C Saatchi Sydney	33
35	Forsman & Bodenfors, Gothenburg	32
36=	Mudra Communications Mumbai	31
36=	kempertrautmann, Hamburg	31
37	DDB Paris	30
38=	DDB London	29
38=	Story, Edinburgh	29
39	Wunderman Sydney	28
40=	Proximity Barcelona	26
40=	DDB Brazil, Sao Paulo	26
40=	Demner, Merlicek & Bergmann Vienna	26
40=	Buzzman Paris	26
46=	Leo Burnett Frankfurt	25
46=	Del Campo Nazca Saatchi & Saatchi, Buenos Aires	25
47=	Mortierbrigade Brussels	24
47=	Fallon Minneapolis	24
47=	Wunderman Vienna	24

Top agencies for TV/Film/Video

1	BBDO New York	171
2	Wieden + Kennedy, Amsterdam	121
3	Wieden + Kennedy Portland	96
4	Publicis Conseil, Paris	90
5	Abbott Mead Vickers BBDO, London	89
6	Dare London	72
7	Wieden+Kennedy, London	71
8	DDB London	70
9=	Leo Burnett Cairo	67
9=	Saatchi & Saatchi London	67
11	Mother London	59
12	BBDO Toronto, Canada	58
13	BETC Euro RSCG, Paris	56
14	Leo Burnett Chicago	54
15	Y&R New York	53
16=	Euro RSCG New York	52
16=	Droga5 New York	52
18	Adam & Eve London	48
19	The Red Brick Road, London	46
20	Forsman & Bodenfors, Gothenburg	44
21	Spillmann/Fesler/Leo Burnett, Zurich	43
22=	BBH London	41
22=	Ponce Buenos Aires, Acassuso	41
22=	Fallon London	41
25=	DDB New Zealand Auckland	40
25=	BBH New York	40
27=	Clemenger BBDO Melbourne	39
27=	Arnold Worldwide Boston MA	39
27=	Del Campo Nazca Saatchi & Saatchi, Buenos Aires	39
30=	Bates Taiwan	37
30=	TBWA PHS Helsinki	37
30=	Chi & Partners London	37
33	Leo Burnett Melbourne	36
34	Elephant Cairo	35
35=	AlmapBBDO, Sao Paulo	34
35=	Goodby, Silverstein and Partners, San Francisco	34
37	Grey New York	32
38	Serviceplan Munich	31
39=	Leo Burnett Sydney	30
39=	Demner, Merlicek & Bergmann Vienna	30
39=	Colenso BBDO, Auckland	30
42=	King, Stockholm	27
42=	TBWA Paris	27
44=	Heimat, Berlin	26
44=	TBWA London	26
44=	BBDO Germany Berlin	26
44=	Rainey Kelly Campbell Roalfe/Y&R London	26
48	Ogilvy Johannesburg	25
49=	Ogilvy & Mather Budapest Hungary	24
49=	Villarosas, Barcelona	24

Top agencies for print

1	AlmapBBDO, Sao Paulo	163
2	Y&R Dubai	157
3	JWT Shanghai	103
4	Y&R Paris	100
5	BETC Euro RSCG, Paris	73
6	Ogilvy & Mather Kuala Lumpur	67
7	Leo Burnett Kiev Ukraine	62
8	Publicis Conseil, Paris	60
9	DDB&Co., Istanbul	58
10	Abbott Mead Vickers BBDO, London	55
11	Ogilvy Frankfurt	51
12	Leo Burnett Hong Kong	51
13	Grabarz & Partner Werbeagentur Hamburg	50
14	Y&R Buenos Aires	49
15	Serviceplan Munich	48
16	DDB Singapore	45
17	Euro RSCG Bangkok Limited	44
18	Leo Burnett Warsaw	42
19	Marcel Paris	41
20	Scholz & Friends Berlin	40
21	Mudra Communications Mumbai	38
22	Leo Burnett Dubai	36
23	Ogilvy Cape Town	36
24	Ogilvy & Mather India	31
25	TBWA Paris	31
26	DDB London	29
27	Leo Burnett Sao Paulo	28
28	TBWA RAAD Dubai	27
29	BBH London	26
30	Hakuhodo Asia Pacific, Bangkok	26
31	RUF LANZ Zurich	25
32	Gitam BBDO Tel Aviv Israel	24
33	FP7 Manama Bahrain	24
34	BBDO Germany Dusseldorf	23
35	BBDO Moscow	23
36	Y&R Jakarta, Indonesia	22
37	CLM BBDO Boulogne-Billancourt	22
38	F/Nazca Saatchi & Saatchi, Sao Paulo	22
39	Creative Juice/Bankgok (TBWA)	22
40	DDB Brazil, Sao Paulo	20
41	Prolam Y&R Santiago	20
42	Goodby, Silverstein and Partners, San Francisco	20
43	Del Campo Nazca Saatchi & Saatchi, Buenos Aires	20
44	FoxP2, Cape Town	20
45	Y&R Colombia	19
46	Lowe Indonesia	19
47	George Patterson Y&R	18
48	DDB Argentina	18
49	BBDO New York	18
50	Y&R Sao Paulo	18

Top agencies for Digital

1	Dentsu Tokyo	74
2=	@radical.media New York, USA	70
2=	kempertrautmann, Hamburg	70
4	Forsman & Bodenfors, Gothenburg	65
5	Crispin Porter Bogusky, Boulder	62
6	R/GA, New York	59
7	DDB London	50
8	DDB Stockholm	47
9	Wieden + Kennedy Portland	46
10	Abbott Mead Vickers BBDO, London	44
11	FP7 Manama Bahrain	38
12=	Akestam Holst, Stockholm	34
12=	Publicis Conseil, Paris	34
12=	BBH New York	34
15	Herraiz Soto, Barcelona	33
16=	BETC Euro RSCG, Paris	32
16=	AKQA London	32
16=	Grabarz & Partner Werbeagentur Hamburg	32
19	Masashi Qanta Saqoosha Hiroki, Tokyo	29
20=	Wieden + Kennedy, Amsterdam	28
20=	Jung Von Matt Hamburg	28
20=	Johannes Leonardo, New York	28
23=	TBWA London	26
23=	Les 84 Paris	26
25	Buzzman Paris	25
26=	Wieden+Kennedy, London	24
26=	Droga5 New York	24
26=	Colenso BBDO, Auckland	24
26=	SapientNitro London	24
30=	BBDO New York	23
30=	Publicis London	23
32=	DDB Paris	22
32=	AKQA, San Francisco	22
32=	Ogilvy Guatemala	22
32=	BBDO Toronto, Canada	22
32=	Hakuhodo Tokyo	22
37	Y&R New York	21
38=	Ogilvy Frankfurt	20
38=	Del Campo Nazca Saatchi & Saatchi, Buenos Aires	20
40=	Leo Burnett Madrid	19
40=	Gloo Digital Design South Africa	19
40=	AlmapBBDO, Sao Paulo	19
43=	SRA RUSHMORE Madrid	18
43=	TBWA Paris	18
43=	LODUCCA Sao Paulo	18
43=	Grimm Gallun Holtappels Hamburg Germany	18
47=	TBWA RAAD Dubai	17
47=	Goodby, Silverstein and Partners, San Francisco	17
47=	Drill Tokyo	17
47=	Jung von Matt, Stockholm	17

Top agencies for Alternative/Innovative campaigns

1.	Jung von Matt Hamburg	72
2.	Serviceplan Munich	36
3.	R/GA New York	34
4=	Crispin Porter Bogusky Boulder	24
4=	Clemenger BBDO Melbourne	24
6.	Publicis Conseil Paris	23
7=	Jung von Matt Hamburg	19
7=	DC Nazca Saatchi Argentina	19
9=	Grabarz+ Partner Hamburg	18
9=	Monumenta Sao Paulo	18
9=	Leo Burnett Melbourne	18

Top agencies for Integrated campaigns

1	McCann Erickson Bucharest	45
2	Droga5 New York	40
3	Leo Burnett Sydney	33
4	Publicis London	26
5	Wieden + Kennedy, Amsterdam	25
6=	Crispin Porter Bogusky, Boulder	24
6=	Jung Von Matt Hamburg	24
8	Wieden + Kennedy Portland	20
9	Grey Melbourne	17
10=	BBDO New York	16
10=	BBH New York	16
12=	Leo Burnett Beirut	15
12=	Colenso BBDO, Auckland	15
14=	DDB Stockholm	13
14=	Abbott Mead Vickers BBDO, London	13
16=	DDB London	12
16=	Leo Burnett Kiev Ukraine	12
16=	TBWA Chiat Day LA	12
16=	Ogilvy New York	12
16=	Del Campo Nazca Saatchi & Saatchi, Buenos Aires	12
16=	JWT Cairo	12
22	Euro RSCG London	11
23=	kempertrautmann, Hamburg	10
23=	DoubleYou Barcelona	10
23=	Ogilvy & Mather India	10
23=	Germinal Comunicacion Spain Murcia	10
23=	Hasan & Partners Helsinki	10
23=	JWT Italia	10
23=	TBWA Berlin	10

Top Direct campaigns

1	American Rom (Kandia Dulce)	McCann Erickson Bucharest	61
2	The Journal (New Zea... Ministry of Health)	DraftFCB New Zealand	54
3	Yellow Chocolate (Yellow Pages New Zealand)	Colenso BBDO, Auckland	48
4	Real Stories (TVNZ New Zealand)	Colenso BBDO, Auckland	43
5=	Musical Fitting Rooms	DDB Singapore	42
5=	4th Amendment Wear	4th Amendment Wear Boulder	42
7	Break Up (National Australia Bank)	Clemenger BBDO Melbourne	40
8	My Car Is Your Car	Whybin TBWA, Sydney	39
9	Watson (IBM USA)	Ogilvy New York	38
10	Quique The Head (Diesel Spain)	Shackleton Madrid	34
11	Make a Move (Exotica Lebanon)	Leo Burnett Beirut	33
12=	Hidden Pizza Restaur...low Pages Australia)	Clemenger BBDO Melbourne	32
12=	Save as WWF (WWF Germany)	Jung Von Matt Hamburg	32
14=	Spread The Ted	Ogilvy Argentina	30
14=	Mini Mostnificent (BMW New Zealand)	DraftFCB New Zealand	30
16=	Live Rescue (Coastgu...aland)(DDB Auckland)	DDB New Zealand Auckland	28
16=	Wear It With Pride (...dney)Acon Australia)	Mark/M&C Saatchi Sydney	28
16=	Iron Envelope (Royal Mail UK)	Proximity London	28
19	Unexpected Luggage	Shackleton Madrid	27
20=	Composing Your Life (Audi Spain)	Proximity Barcelona	26
20=	A Hunter Shoots a Bear (BIC France)	Buzzman Paris	26
22	Water Mark (Diageo)	Leo Burnett Sydney	25
23=	See The Person Project (Scope Australia))	Leo Burnett Melbourne	24
23=	Burma (Human Rights Watch)	JWT New York	24
25	Silent National Anth...eliance Media Works)	Mudra Communications Mumbai	23
26=	The value of a coin ... Hommes Switzerland)	Wunderman Switzerland	22
26=	A New Warrior (Greenpeace)	DDB Paris	22
26=	Drunk Valet	Ogilvy Sao Paulo Brazil	22
26=	Shavesutra (Gillette)	BBDO Mumbai	22
26=	M&M's Find Red (Mars Canada)	Proximity/BBDO Toronto	22
31	Big Noses	Del Campo Nazca...i, Buenos Aires	21
32=	The Friendship Machine (Coca-Cola)	Ogilvy Argentina	20
32=	Digital Death (Keep A Child Alive USA)	TBWA Chiat Day New York	20
32=	Self-translating e-mail	Grabarz & Partn...agentur Hamburg	20
32=	Old Grumpy	Klausen Partners	20
32=	Headless Horseman (A...ing Image Australia)	DDB Melbourne	20
32=	Homeplus Subway Virtual Store	Cheil Worldwide Seoul	20
32=	With or without Leonardo Phase 1	Shackleton Madrid	20
32=	IBM Seer	Ogilvy London	20
32=	BMF's amazing wow sit down thing	BMF Sydney	20
32=	Plastic Flowerz (EMI Music Australia)	Mark/M&C Saatchi Sydney	20
32=	Client Changes Welco...nd Bond New Zealand)	DraftFCB New Zealand	20
43=	Cardenosa	DDB Madrid	19
43=	The Missing Child (D... Findt Euch Germany)	kempertrautmann, Hamburg	19
43=	Freggo Tastetest app	OgilvyOne London	19
46=	Fuji XeroxFujikistan	Republik, Auckland	18
46=	Mr Knowitall (Samsung Australia)	Mark/M&C Saatchi Sydney	18
46=	Dated Pillows (Pacific Brands Australia)	Happy Soldiers Australia Sydney	18
46=	Make a Move (Exotica Valentine Lebanon)	Leo Burnett Beirut	18
46=	Come Back Ferrorama	DDB Brazil, Sao Paulo	18
46=	Donated Songs (Heils...n Army Switzerland))	Wirz BBDO, Zurich	18

Top TV campaigns

1	Who Killed Deon (The...ropolitan Police UK)	Abbott Mead Vickers BBDO, London	44
2	Write The Future (Nike Netherlands)	Wieden + Kennedy, Amsterdam	41
3=	See The Person Project (Scope Australia))	Leo Burnett Melbourne	36
3=	After Hours Athlete (Puma USA)	Droga5 New York	36
5	Tick (CANAL+ France)	BETC Euro RSCG, Paris	33
6=	Welcome Back (T Mobile)	Saatchi & Saatchi London	32
6=	Chrome Speed Tests	BBH New York	32
8=	The Gift (Philips UK)	DDB London	31
8=	The Entrance (Heineken Netherlands)	Wieden + Kennedy, Amsterdam	31
10=	Premature Perspirati...lever Axe Argentina)	Ponce Buenos Aires, Acassuso	29
10=	Always a Woman (John Lewis UK)	Adam & Eve London	29
12=	Translator (VW Tiguan)	AlmapBBDO, Sao Paulo	28
12=	Miss Chief (Hovis Master Food UK)	Dare London	28
14=	Piano (Match.com UK)	Mother London	24
14=	Monkey (WWF Australia)	Leo Burnett Sydney	24
16=	Slow Mo (carlton Draught)	Clemenger BBDO Melbourne	24
16=	Write The Future (Nike Netherlands)	Wieden + Kennedy, Amsterdam	24
18=	Football Evolution (Visa UK)	Saatchi & Saatchi London	22
18=	Hairmoticons (Braun Germany)	BBDO Germany Berlin	22
20	Drama Queen (Young Director Award Finland)	TBWA PHS Helsinki	21
21=	Focus Group (Mars USA)	BBDO New York	19
21=	Faces of DIY (Hornbach Baumarkt Germany)	Heimat, Berlin	19
21=	Light (Momax Furniture Store Austria)	Demner, Merlice...Bergmann Vienna	19
21=	Selleys - 3 in 1	Belgiovane Will... MacKay, Sydney	19
21=	Emoticon Boy (8.ta South Africa)	McCann Erickson Johannesburg	19
26=	Love To Meet You (Ca...dhouse South Africa)	FoxP2, Cape Town	18
26=	Xylophone (NTT Docomo)	Drill Tokyo	18
26=	The Force (VW Passat)	Deutsch Inc. LA	18
26=	Lucky Dog (NZ Lotto)	DDB New Zealand Auckland	18
30=	Devin & Glenn (Opposition to Prop 8)	Saatchi & Saatchi New York	16
30=	Birthday (AT&T USA)	BBDO New York	16
30=	Touch the Rainbow - ...Hiker, Skittles Girl	BBDO Toronto, Canada	16
30=	Fresh Air (Nike UK)	Great Guns London	16
30=	Double Life (Young D...FP-E/Shorts Finland)	TBWA PHS Helsinki	16
30=	Arctic Sun (Pepsico Canada)	BBDO Toronto, Canada	16
36	Kitchen Party (IKEA UK)	Mother London	15
37=	The World's Smallest...Animation (Nokia UK)	Wieden+Kennedy, London	14
37=	Death Penalty Candle...y Internation France	TBWA Paris	14
37=	Dead Island Trailer	Axis Animation Glasgow	14
37=	Beer - The Untold Story	Colenso BBDO, Auckland	14
37=	Waking Up The Neighbourhood	Ogilvy Johannesburg	14
37=	The Brick Thief: A L...hort Film (Lego USA)	Pereira & O'Del...A San Francisco	14
43=	Catch (Magners UK)	The Red Brick Road, London	13
43=	Sky Football Opera (Sky Bundesliga Germany)	Serviceplan Munich	13
43=	The Summer (Haagen-Dazs)	Bates Taiwan	13
43=	The Ripple Effect (T...ommission Australia)	Grey Melbourne	13
43=	Dream Ranger	Ogilvy & Mather Taiwan	13
43=	Photogenic (Fibertel)	DON Buenos Aires	13
43=	Kids/Family/Kitchen TV campaign (UNICEF)	Lowe Indonesia	13

Top print/press campaigns

1	Heaven and Hell (Samsonite)	JWT Shanghai	103
2	Accessories Required...y Nichols Duabi UAE)	Y&R Dubai	50
3	Melt, Drought, Flood (Greenpeace)	Leo Burnett Hong Kong	35
4=	Luther King/Churchill/Gandhi	Marcel Paris	27
4=	Jet-Fighter, T-Rex, Wrestler	Ogilvy & Mather Kuala Lumpur	27
6	Movie Flowcharts (CANAL+ France)	BETC Euro RSCG, Paris	26
7=	Fiat Ambulance (Campaign)	Leo Burnett Sao Paulo	21
7=	Billboard Campaign -...nna, Michael Jackson	AlmapBBDO, Sao Paulo	21
9	Einstein, Marilyn ((Sony Cyber Shot)	Del Campo Nazca...i, Buenos Aires	20
10=	Pimple (Breast Cancer Foundation Singapore)	DDB Singapore	18
10=	Evian (Campaign) Baby Inside (Evian France)	BETC Euro RSCG, Paris	18
10=	Swing, Pool, Stairs (VW Drive Responsibly)	DDB Argentina	18
10=	WERU - The final ad	Scholz & Friends Berlin	18
14=	Rare Campaign - Woll...ede etc - Land Rover	Y&R Dubai	17
14=	Chameleon, Frog camp...Shieldtox Naturgartd	Euro RSCG Bangkok Limited	17
16=	Match, Orchestra, Speech	Y&R Buenos Aires	16
16=	Guillotine, Gun, Sna...ur Marbels campaign)	Ogilvy & Mather India	16
18=	All round safety (Ca...(Volkswagen Germany)	Grabarz & Partn...agentur Hamburg	15
18=	Yellow, Blue, Grey (RENFE)	SRA RUSHMORE Madrid	15
20=	ADC UA We are not yo...ectors Club Ukraine)	Leo Burnett Kiev Ukraine	14
20=	Traffic Blues (Panadol)	Ogilvy & Mather Kuala Lumpur	14
20=	Tin Toys (Mint Museum of Toys Singapore)	Y&R Singapore	14
20=	Four Heads (Wagon Wheels)	George Patterson Y&R	14
20=	For Any Business (Ca...swagen South Africa)	Ogilvy Cape Town	14
20=	Seal (Surfriders Foundation)	Y&R Paris	14
20=	Jump, Tunnel, Balloon	DraftFCB Buenos Aires	14
20=	Builders of Tomorrow (Lego Germany)	Serviceplan Munich	14
20=	Oceanes Initiatives - Tyre	Y&R Paris	14
20=	Oceanes Intiatives - Bottle	Y&R Paris	14
30=	Google Search Engine...an.. (Google Turkey)	GREY Istanbul	13
30=	Parking Precision (Volkswagen Germany)	Grabarz & Partn...agentur Hamburg	13
30=	Berlin Wall (Dank se...niture store Turkey)	DDB&Co., Istanbul	13
33=	Reunion (Avis South Africa)	Ireland/Davenport, Johannesburg	12
33=	Oceanes Initiatives campaign	Y&R Paris	12
33=	Animals, People (Corbis)	Leo Burnett Lisbon	12
33=	Cards, Balloons, Nails (Volkswagen)	AlmapBBDO, Sao Paulo	12
33=	Musical Creatures Fi...der (The Fridge UAE)	TBWA RAAD Dubai	12
33=	Aircraft/Baby/Prisma...ossing/Square Trails	Ogilvy Frankfurt	12
39=	Moby Dick, le Petit Prince, Don Quixote	Y&R Colombia	11
39=	Plasticine (Museum of Childhood UK)	Abbott Mead Vickers BBDO, London	11
39=	SAMU Social (Campaig...sation (SAMU France)	Publicis Conseil, Paris	11
42=	Tower Hamlets Texting Print campaign	Abbott Mead Vickers BBDO, London	10
42=	Brown Bear, Grey Seal, Gorilla (Bund)	Scholz & Friends Berlin	10
42=	A Bad Part Affects t... (Volkswagen Brazil)	AlmapBBDO, Sao Paulo	10
42=	Symmetry 1/Symmetry 2/Symmetry 3	TBWA Paris	10
42=	Oceanes Initiatives - Can	Y&R Paris	10
42=	Batelco Directory Ho...el (Batelco Bahrain)	FP7 Manama Bahrain	10
42=	Chameleon (Reckitt Benckiser)	Euro RSCG Bangkok Limited	10
42=	Charlie (AIDES)	Goodby, Silvers..., San Francisco	10
42=	Crossfox - The Compa... (Volkswagen Brazil)	AlmapBBDO, Sao Paulo	10
42=	Organic Poo	Leo Burnett Hong Kong	10
42=	Life Lost (St. Johns Ambulance UK)	BBH London	10

Top Digital campaigns

1	The Wilderness Downt...le Creative Lab USA)	@radical.media New York, USA	50
2	Wall of Fame (Edding Markers Germany)	kempertrautmann, Hamburg	49
3	Uniqlo Lucky Line (Uniqlo Japan)	Dentsu Tokyo	48
4	Old Spice Response C...rocter & Gamble USA)	Wieden + Kennedy Portland	46
5=	Sour/Mirror (Zenith Japan)	Masashi Qanta... Hiroki, Tokyo	29
5=	IKEA Lullabies	Forsman & Bodenfors, Gothenburg	29
7	Write The Future (Nike Netherlands)	Wieden + Kennedy, Amsterdam	28
8=	Pay With A Tweet (Innovative Thunder USA)	R/GA, New York	26
8=	Small Business Saturday (Amex)	Crispin Porter Bogusky, Boulder	26
10=	Have a Camper Day for iPad (Camper Spain)	Herraiz Soto, Barcelona	25
10=	Save as WWF (WWF Germany)	Jung Von Matt Hamburg	25
12	Ringtowns (Claro Guatemala)	Ogilvy Guatemala	22
13	Invisible Pop Up Store (Airwalk USA)	Y&R New York	21
14=	Attraction (INPES France)	DDB Paris	20
14=	Decode Jay-Z With Bing (Bing/Jay-Z USA)	Droga5 New York	20
16	Carlos (Canal+ France)	BETC Euro RSCG, Paris	19
17=	Touch the Rainbow - Cat	BBDO Toronto, Canada	18
17=	Uniqlo Lucky Counter (Uniqlo Japan)	Dentsu Tokyo	18
17=	Google Demo Slam (Google USA)	Johannes Leonardo, New York	18
17=	Street Art View	LODUCCA Sao Paulo	18
21=	Xylophone (NTT Docomo)	Drill Tokyo	17
21=	MINI Getaway (Mini Sweden)	Jung von Matt, Stockholm	17
21=	Who Killed Deon (The...ropolitan Police UK)	Abbott Mead Vickers BBDO, London	17
21=	A Hunter Shoots a Bear (BIC France)	Buzzman Paris	17
25	Doggelganger	Colenso BBDO, Auckland	16
26=	Uniqlo Avenue (Uniqlo USA)	School of the A...tute of Chicago	14
26=	Super Mega Rainbow Updater	TBWA London	14
26=	Kingmaker (X-Box UK Related Articles The case for the Directory Big Won rankings Issue 22, March 2012 They didn’t call it creativity Issue 22, March 2012 QR, OK Issue 22, March 2012 The Case for the Directory Big Won Rankings Issue 21, December 2011 How to win a Lion Issue 21, December 2011 © 2025 Direct New Ideas. All rights reserved. [email protected] Phone +44 (0)7946 707 992